1. Plan BookTereza Bartonickova
Lauren Cartier
Dominika Coufalova
mari franzen
Katie Jost
Ian R. Joyce
Tommy O’Shaughnessy
Matthew J. Raymond
Amy Silvestri
dorota stenclova

2. Table of Contents
Executive Summary ........................................................1
The Bohemsky Moment .................................................1
Target Market ..................................................................1
Key Insights ....................................................................2
The Creative Concept: Digital .........................................2
Facebook/Instagram
YouTube
The Creative Concept: Traditional ...................................9
Television
Cinema
Out-of-Home
Radio
Public Relations
Media Plan ....................................................................16
Conclusion ....................................................................17

3. Executive Summary The image of Bohemia Chips is authentic and recognizable, but it lacks effective and contemporary
communication, resulting in unsatisfactory sales. The current message is passive and distant to consumers,
especially young adults in today’s market. We aim to maintain the
authentic image Bohemia has built, while avoiding an idyllic and
unrealistic brand persona. The issue: how do you make a classic brand
modern? Our solution: The Bohemsky Moment.
When creating the Bohemsky Moment, our team incorporated the
innocent archetype and the idea of sharing in every marketing effort. The
Bohemsky Moment allows you to take a brief moment from your busy
life to relax, reflect and breathe. Sharing, whether it be a bag of Bohemia
chips or an advertisement via Facebook, is represented in each message
throughout the campaign. The Bohemsky Moment delivers an authentic
message while having the legs to sprint even further ahead of competing
brands. It is the establishment of emotions that will tie consumers to
Bohemia, thus creating a lovemark for the brand.
Bohemia Chips sales have declined 12 percent in the past 12
months. Consumer penetration as well as consumer frequency has
suffered and continues at a steady decline. Many consumers are opting
out of the Bohemia brand and choosing low tier products. The growing
success of Lay’s sales in the Czech Republic threatens Bohemia’s market
share, taking up 4.6 percent of the salted snack category.
Our team explored a variety of mediums for our message, while looking for cross-medium
opportunities, such as YouTube videos and traditional television commercials, to create a truly integrated
marketing campaign. Digital marketing is booming, with over $135 billion spent towards online marketing
in 2014. Opportunities have emerged for Bohemia, especially when targeting a younger audience. Within
the creative execution, we balanced the authentic, Czech image of Bohemia Chips with a contemporary
message that will resonate with the target audience.
When you think Bohemia, your Bohemsky Moment will follow with a small crunch of happiness.
the Bohemsky Moment The Bohemsky Moment is a brief moment of ease, relaxation, or happiness that one experiences in the
midst of a hectic lifestyle revolving around work, school, family or friends. It’s applicable to any situation where
one needs to take a moment to stop and just breathe. The Bohemsky Moment is a universally experienced
moment of pohoda. Our integrated marketing campaign portrays the Czech culture and traditional image of
the Bohemia brand, while also incorporating a more relatable, contemporary message to our audience.
target market Our target market is are males and females ages 20 to 44 years old, representing 43 percent of the
population. They live in and outside of the city, either in a flat or a small home. They are middle to upper-class
with an average income of 340,000 Kc. Our ideal consumer has finished schooling and is beginning the next
chapter of their life, which includes living on their own or starting a family. They enjoy sharing quality time with
family and friends, and they regularly purchase chips for social gatherings. Because friends and family are
close to their heart, quality chips for these gatherings are purchased. Our consumer also leads a busy lifestyle
that requires them to juggle work, socializing and personal time. Currently, our target market has a large online
presence and uses Facebook, Instagram and YouTube.
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4. Key Insights: When developing the Bohemsky Moment, we considered several factors. How do people currently
feel about Bohemia Chips? Where do they eat Bohemia Chips? Why do they eat them? How do people feel
about the word “Bohemian”, and further - how do they feel about the phrase “Bohemsky Moment”? Many of
these questions were touched upon in the Intersnack creative brief, but we needed a better understanding of
the Czech people and our target market.
To do so, we interviewed people on the streets in order to learn more about the Bohemia Chips brand
perception. We conducted 15 interviews with people between the ages 20 to 44, eight females and seven
males. The results provided crucial insights into our campaign. We found that the majority of these people
purchased Bohemia Chips for parties with family and friends. Some stated that they also enjoy eating
Bohemia chips while relaxing and watching television. The phrase “Bohemsky Moment” was well received;
according to one of our interviewees, “the Bohemsky Moment is a Czech moment.” Many participants further
described a Bohemsky Moment as a moment when someone enjoys their life and relaxes. With the positive
feedback from our sample, we carried on with the Bohemsky Moment idea. We believe that the Bohemsky
Moment best identifies with the Czech people while also staying true to the original origin of the Bohemia
brand.
We also thought about creating a “Bohem Moment,” asserting the brand more aggressively.
However, our research showed that many Czechs associated Bohem with the Bohemia region, and many
Czechs felt that “Bohem Moment” held a negative connotation associated with laziness, partying and
apathy. In contrast, the word “bohemsky” encapsulates a contemporary Czech brand image for Bohemia
Chips and does not isolate a huge portion of our target audience. Bohemsky has greater sharability and
works perfectly with digital mediums such as Facebook, where our content can literally be shared.
The information generated from the Redline Brand Perception research also helped our team
eventually decide to make the Bohemsky Moment the foundation of our campaign. With this research, we
decided to focus on the five top selling flavors of Bohemia Chips in order to better position our campaign on
the heart of the brand. Since 50 percent of Bohemia sales come from salted chips, we wanted to center our
message on the original, most popular chip to better communicate with consumers.
Czechs associate Bohemia chips as traditional and family-oriented, while the Lay’s brand focuses on
modernity and western culture. Lay’s exciting image allows them to seamlessly transition into newer forms
of marketing. The Redline Brand Perception also provided insight into bag design issues. One thing the
competition does particularly well is explicitly showing differences in their products through bag design. For
example, Lay’s Hot Potato Chips are red (like a red pepper); Sour Cream is green (like a green onion), etc.
The consumer can identify which potato chip they would like to purchase from across the aisle. With regards
to the current Bohemia Chips bag design, the consumer must approach the bags and identify each flavor
closely. The current design can confuse the consumer because there are an excessive amount of flavors
and little differentiation between packaging.
The Creative Concept: Digital Digital marketing presents innovative opportunities for Bohemia Chips, particularly in areas of brand
loyalty and top-of-mind awareness. The possibilities of digital are endless, but the expanse of opportunity
creates a dilemma; which mediums are best for Bohemia? We’ve focused on the most strategic digital
options for Bohemia Chips through a combination of secondary research, qualitative interviews and
strategic thinking. With this information guiding our creative digital strategy, we’ve developed campaigns for
the following social medias: YouTube, Facebook and Instagram. Our online marketing efforts will focus on
creating content worthy of sharing, while evoking positive emotions in our audience.
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5. Facebook/Instagram:
Facebook has become increasingly popular among citizens of the Czech Republic. In 2012, Facebook had
37 percent market penetration, making it one of the most popular social media sites. Facebook remains an
excellent medium for reaching the target audience, either through demographic-based ads and promoted
content or through audience-relevant content.
The Bohemia Facebook page has roughly 58,000 followers, and there is potential for tremendous
growth. Instagram is owned by Facebook, and
Instagram photos often appear on Newsfeeds, making it
incredibly popular among younger audiences.
The concept of sharing transitions seamlessly into the
Facebook arena because popular content can be liked,
commented on or shared. The idea of sharing can
be translated directly to our Facebook efforts. Organic
content can be highly shareable and attract followers;
for example, Bohemia Chips saw a significant increase
in followers after the surprise soccer player video was
released. Alternatively, content can be promoted to a
targeted demographic’s newsfeed via paid ads, and
virality can result from promotion. The efforts can be
two-fold by posting content and then promoting it through
paid ads, either on the sidebar or Newsfeed. The metrics
of success will be the level of interaction created between
Bohemia Chips and its consumer, i.e., likes, shares and
comments.
Facebook also presents opportunities for direct interaction with followers. Bohemia can ask engaging
questions related to the Bohemsky Moment brand, e.g., “Where was your Bohemsky Moment today?”
Bohemia Chips can also post videos, images and quotes that encompass the Bohemsky Moment, or other
interactive prompts like, “Did you have a Bohemsky Moment today? Share it with us”. The Bohemia Chips
Facebook page will gather more followers and have greater reach by posting brand-relevant content that
consumers will comment on, like and ultimately share. There
is an endless amount of content that Bohemia Chips can
share that will increase the number of followers.
We suggest a “Shared Moment” campaign to
capitalize on the opportunities provided by Instagram
and Facebook. The effects of this campaign would be
two-fold. First, it would help grow the Bohemia brand
by introducing the Bohemsky Moment. Secondly, it
will be the starting point for the launch of a Bohemia Chips
Instagram page. Facebook and Instagram will allow
Bohemia to increase brand awareness, while also attracting
a younger audience to content that is entertaining as well as
relatable.
There are several facets of this campaign. The
main part of the campaign will be the “Shared Moment”
idea. Consumers will be encouraged via updates from the
Bohemia Chips Facebook page to share a picture and a brief story of their own Bohemsky Moment on
Facebook or Instagram. By sharing their moment, they will have the opportunity for their Bohemsky Moment
to become the “Moment of the Month.” Fans of the page will vote to determine their favorite “Moment of the
Month” and the winner will have their picture and story featured on their favorite flavor’s packaging. 3

6. This will help boost social media participation among Bohemia’s fans, and it will give the packaging
a unique advantage over the competition. In addition, the campaign will increase interaction with the brand,
as Facebook users share and submit their photos on
the Bohemia Chips Facebook page.
Another aspect of the “Shared Moment”
social media campaign is the launch of the brand’s
Instagram page. In order to ensure that the brand
gains followers and has effective content, we will
introduce a photo campaign. In this promotion, a
modernized bus with rustic decals (to emphasize
the brand’s traditional roots as well as its contemporary presence) will travel to various regions in the Czech
Republic, surprising consumers with complimentary bags of Bohemia Redline chips. Participants will then
be asked if they would like to take a picture with the bag in
hand, and this photo would be uploaded to the Bohemia
Instagram page featuring the hashtag, #BohemskyMoment.
This campaign will serve to further develop the idea of the
Bohemsky Moment because the company physically is
giving people a release from the stresses of their busy lives
by offering them a simple, yet delicious snack in the middle
of the day. Our plan for this campaign is to give people
their own Bohemsky Moment while simultaneously building
social media awareness for our brand. We also believe
that the symbolism of the modern bus with rustic decals will
emphasize the move from traditional to modern.
Through our combined social media efforts, we will create an authentic connection between
#BohemskyMoment and the Bohemia Chips Redline brand. By using the phrase Bohemsky Moment in
a colloquial way online, we hope that Czechs will begin using the expression Bohemsky Moment in daily
conversation, e.g., “Just had a Bohemsky Moment!”
This strategy fits with the overall creative theme, an authentic Bohemsky Moment, in which the chip is
not portrayed as a problem solver but still provides a certain level of relief and happiness to someone who
may be overwhelmed or stressed from their busy life.The campaign also serves to increase Bohemia’s
social media presence, which is satisfactory right now but can easily be improved.
YouTube
YouTube will be a critical component of Bohemia’s below-the-line arsenal. YouTube drives the most
daily traffic of all social media sites in the Czech Republic, and popular brands like Red Bull have almost 1
million subscribers because of their sharable, relatable content. YouTube is also a versatile medium; brands
can promote themselves through YouTube ads, video series or entertaining commercials. YouTube videos
also have cross-medium potential, as they can be shared on other social medias and can double as
television commercials or radio ads. The YouTube Analytics feature allows for digital marketers to analyze
which videos are driving the most views, allowing for strategic content development.
Our “Bohemsky Office” video series encapsulates the strategic thinking behind the Bohemsky
Moment. The “Bohemsky Office” is a series of related vignettes that show realistic office scenarios in which a
Bohemsky Moment could occur.
In the first episode, a man and a woman are working next to each other in a typical Czech office. The
man clearly has a latent affinity for the woman, and frequently glances over to her. Meanwhile, the woman is
completely and utterly oblivious to the man’s inner desires and focuses only on her work. Every few seconds
she glances at her Bohemia chips, which she is ooking forward to eating as part of a mid-work snack break.
4

7. Suddenly, their boss (who is universally portrayed in the series as being rude and intrusive) arrives and
takes her Bohemia chips and promptly stuffs his face with the delicious snack. As the boss walks away,
the woman is visibly upset, and reluctantly continues with her work. The man, seeing this as an opportunity
finally to introduce himself to the woman, offers his own bag of chips to share with her. The woman accepts
the bag, and the man and the woman share a Bohemsky Moment
together.
For the sake of brevity we will not go into detail on the rest of the
vignettes here, but they all stay on the same basic format. To enhance
the digital aspect of the series and increase the shareability of the
video, we will string a few of the vignettes together to encourage further
viewing. For example, in one scene a woman can see the boss yelling
to coworkers in a boardroom, and the next scene features the same
workers getting yelled at by the boss. By stringing the videos together,
we hope to encourage higher click through rates and further, increase
Bohemia’s YouTube subscribers.
Strategically, this series strengthens our campaign idea and
tone. Bohemia is never seen as a problem solver, but rather a simple
enhancer of everyday situations that may prove stress or a busy life in some way. In the above vignette,
the chips do not influence the man and the woman to get married, but it does enhance what would have
been an otherwise dull situation between co-workers. This series works with our campaign on a variety
of levels. The vignettes avoid being too cliched, and they present realistic situations in which a person
could find themselves eating chips and enjoying them as a means of escape from a busy lifestyle and
occasionally mundane tasks that are a part of the everyday lives of our target market. The characters are
always emphatic and kind but not in an unctuous manner. The office setting is relatable to our target market
of 20 to 44 year olds, and the overall tone and setting of this series fits with the rest of the creative execution.
Although this series may be a bit more on the humorous side, something that we think is necessary due to
the medium, they still promote Bohemia chips and the idea of a Bohemsky Moment in a respectful, lively
and impactful manner.
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8. youtube Script
Klient: Intersnack
Strategie: “Bohémský Moment”
Název: “Kancelář”
Děj se odehrává uvnitř typické české open space kanceláře. Velký stůl sdílí 4 lidé, z nichž každý sedí
za stolním počítačem. V celé kanceláři je takových stolů 5. Součástí kanceláře je i zasedací místnost,
do které je vidět skrz okna, která mají lehce pootevřené žaluzie.
Kancelář 1:
1: Spot začíná záběrem na mladší ženu v kostýmku (hubená hnědovláska, 27 let), která sedí na
kancelářské židli za stolem a píše na počítači. Vedle sebe má na stole sáček Bohemia Chipsů.
Několikrát vystřídá pohled na balíček chipsů a pak zpět na obrazovku počítače. Její stoupající chuť
na chipsy je z jejího chování naprosto evidentní.
Zvuková stopa: Údery velkého počtu lidí do počítačové klávesnice, zvuk tiskárny
2: Záběr na spolupracovníka u protějšího stolu. Muž (hubený, hnědovlasý, 27 let) v obleku se na
ženu zasněně dívá. Pohledy do počítače střídá s pohledy na ženu.
Zvuková stopa: zvuk padajících papírů,..
3: Zatímco pozorujeme rozdílné zájmy muže a ženy, z ničeho nic vchází do záběru rozzuřený šéf.
Bere chipsy ze stolu ženy. Otevírá je, nabírá si plnou dlaň chipsů a cpe se jimi. Celá scéna vypadá
nechutně. Žena, která má ze šéfa trochu strach, incident přehlíží a dále pokračuje v práci. Má z toho
však špatnou náladu.
4: Muž, který ženu dříve pozoroval, otevírá zásuvku a vytahuje sáček Bohemia Chipsů. To neunikne
ženě, která se na něj usměje. Muž otevírá sáček chipsů a nabízí ženě. Oba se usmějí a společně jedí
a sdílejí chvíli pohody.
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9. youtube Script
Kancelář 2:
Spot se odehrává v zasedací místnosti, ve které je dlouhý stůl obdélníkového tvaru. Okolo stolu jsou
židle, na kterých sedí ženy v kostýmcích a muži v oblecích. V celé zasedací místnosti je 15 lidí.
1: Spot začíná záběrem na šéfa, který stojí v čele stolu a prezentuje finanční výsledky. Na tabuli je
napsáno spoustu úkolů do dalšího týdne, všude jsou papíry. Záběr na zaměstnance sedící okolo stolu
prozrazuje, že jsou všichni unavení. Je odpoledne a letmý záběr ven nám napovídá, že prší.
2: Další záběr se opět věnuje šéfovi, který má kruhy pod očima a vypadá unaveně. Z ničeho nic se
naštve a začne ječet.
Šéf: “Proč jsme loni nedosáhli milionového obratu, já se na to můžu vykašlat!!!”
3: Mezi zaměstnanci panuje hrobové ticho. Šéf naštvaně odchází a bouchá za sebou dveřmi.
Zaměstnanci si oddychují. Dva zaměstnanci u protilehlých částí stolu vytahují z tašek sáček
Bohemia chipsů. Na zaměstnancích je vidět úleva, usmívají se. Chipsy si v řadě posílají a sdílejí svůj
bohémský moment.
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10. youtube Script
Kancelář 3:
1: Stejná žena jako ve spotu “Kancelář 1” sedí na stole a pozoruje dění v zasedací místnosti. Přes
pootevřené žaluzie vidí, že kolegové poslouchají prezentaci šéfa (viz “Kancelář 2”). Všude jsou
papíry, na tabuli je spoustu úkolů. Je vidět, že šéf je čím dál tím víc naštvaný.
Šéf: “Proč jsme loni nedosáhli milionového obratu, já se na to můžu vykašlat!!!”
2: Ječení je slyšet i přes zavřené dveře. Ty už nejsou za vteřinu zavřené a šéf vchází do prostor
kanceláře. Žena drží v rukou balíček Bohemia chipsů, který právě otevřela. Před šéfem ho
instinktivně skrývá. Má z něj strach. Už to vypadá, že kolem ženy projde bez povšimnutí, když v tom
se zastaví a změří si ji pohledem. Zastaví se u chipsů.
Šéf: “Bohemia?” (příjemným až sladkým hlasem)
3: Žena je překvapena nečekaným vývojem situace. Po chvilce váhání na něj pomalu namíří balíček
chipsů. Šéf si nabídne a s prvním chipsem se mu na tváři objeví úsměv. Ve tváři ženy je vidět úleva.
Společně se šéfem sdílí chvilku pohody.
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11. the creative concept: Traditional With above-the-line marketing we aim to reach our consumer multiple times a day, through different,
traditional mediums. Our consumer will come in contact with Bohemia frequently in order to be reminded
of our brand. By doing this, a “Bohemsky Moment” will become a familiar term to our consumers. We
believe that Bohemia can effectively reach our target through television, theatre, out-of-home and radio
advertisements. We think that Bohemia’s current in-store displays are strong and do not need to be
changed.
Television
In the Czech Republic, successful television commercials have incorporated friendship, tradition and
relaxation. With the Bohemsky Moment, we aim to tie in all three of those appeals, with the added concept of
sharing. Although television advertisements have recently suffered a 10 percent decline, it is still a necessary
component in our campaign. TV Nova is the largest commercial television station in the Czech Republic and
reaches 99.5 percent of households daily, which makes it an effective medium to share what a Bohemsky
Moment is with our consumer. We want our audience to have a visual story that comes to mind when they
think of Bohemia, and showing a Bohemsky Moment through video will provide that. They too will be able to
make a connection between the brand and their own lives.This is the way that brands build consumer loyalty
and become more than just a potato chip. Bohemia will become symbol of togetherness, tradition and
positive shared moments.
Because traditional Czech television ads have started to become more cluttered, we were forced to
create a wholly unique brand message in our creative without being too overly emotional in the approach.
We also had to ensure that the Brand is portrayed as mobile, in that Bohemia is transitioning to a more
modern culture. To do so, our television commercial shows the Bohemia brand moving from a tradition-
based brand to a modern brand in an emotional way that still holds on to its roots and its traditional nature.
It begins with a car pulling away from a home in the Czech countryside. A young man about 25
years old is in the car and is holding back tears, obviously experiencing an emotional moment in his life as
he leaves his home and family to start a new life on his own. His mother is seen waving goodbye to her son
as he pulls away from his house. She is sad to see her son go, but confident in his ability to succeed in the
modern world. The next scene shows the son in his new flat in the city. He is about to unpack his suitcase.
Upon opening it, he is surprised to find a bag of Bohemia Redline chips sitting atop his clothing, with a
note with an encouraging message from his mother. In such a frenzied transitional moment in this man’s
life, he is able to take a Bohemsky Moment to enjoy the chips he has shared with his family in the past.
The commercial spot ends with the man opening the bag of chips and biting into one, experiencing a brief
moment of satisfaction and relaxation before he returns to his busy life.
We believe this ad strengthens our core campaign and the Bohemia brand on a variety of levels.
This is something that the target market can relate to because they are either going through a similar
transition process right now or have gone through it fairly recently in the past. In addition, any parent will be
able to relate to the idea of their child beginning their own life and the feelings they would experience during
this time. Since parents, especially mothers, are the primary purchasers for their households, we felt it was
important to include a mother character in the television spot. The message in this commercial is simple and
relatable - Bohemia Chips is a traditional brand that can enhance any setting of relaxation and ease. The
ad also shows a transition from traditional to modern through the physical movement of the man from the
countryside to the city. Finally, the ad perfectly shows the idea of the Bohemsky Moment. The man is going
through a tremendous moment of stress and is able to take a moment of ease and reflect on his life because
of the chips and their connection with him personally. The chips aren’t solving his problem, but instead are
enhancing a moment.
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12. television Script
Klient: Intersnack
Strategie: “Bohémský Moment”
Název: “Doma v pohodě”
Spot začíná v typickém českém menším městečku a postupně se přesouvá do bytu v prestižní části
Prahy. Reklama poukazuje na úspěšnou adaptaci značky Bohemia v moderní době, která je i přes
věrnost tradici vnímána jakožto značka moderní. Ukazuje “Bohémský moment” s chipsy v kreativní a
realistické percepci.
1: Z příjezdové cesty v tradiční vesnici odjíždí auto. Postarší dáma stojící poblíž mává na rozloučenou
směrem k autu.
Zvuková stopa: Zasmušilá, melancholická
Střih
2: V autě, kamera namířena od předního skla směrem k řidiči.
Mladý muž, syn postarší dámy, má i při řízení na krajíčku. Naposledy se podívá do zpětného zrcátka
(zde střih na zpětné zrcátko) a vidí matku, jak se při mávání i přes dojetí odhodlaně usmívá, protože
si je jista, že syn uspěje na své nové cestě životem.
Byt je velký a moderní. Tato krátká scéna se odehrává v ložnici, kde je již ustlaná postel a prosklená
stěna.
3: Po příjezdu do Prahy je mladík z velkého a zmatečného města očividně trochu nervózní a nejraději
by se vrátil zpět. Přijde do bytu, hodí tašku na postel a začne vybalovat. Jakmile tašku rozepne, vidí
balíček Bohemia chipsů se vzkazem: “Udělej si pohodu. - mamka”. Blízký záběr na mladíka ukazuje
jak přichází s úlevou k oknu a kouká z něho optimisticky do své budoucnosti. Otevírá balíček chipsů,
jeden si bere. Je vidět, že se mu ulevilo a prožívá svůj bohémský moment v pohodě.
Zvuková stopa: Radostná, pohodová
Celá reklama končí typickým zakončením Bohemia chips.
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13. cinema
Theatre advertising is already an established medium, with over 12.9 million theatre admissions in
2008 in the Czech Republic, there is an opportunity to reach a large amount of consumers at once. While in
a theatre, the consumer’s attention is on the screen, making advertisements visible and unavoidable.
Our theater spot will be scenario-specific to the experience of going to the movies. We found this to
be an effective scenario to portray because movie-going is a common pastime in the Czech Republic, and
it is one that is often shared with people who are important to us. The opening scene of the commercial will
show a couple entering a movie theater. A bag of Bohemia Redline chips will be visible and sticking out of
the woman’s purse. The next scene cuts to the couple actually sitting in the movie theater watching the film
on screen. It is a quiet scene in the movie, and the woman decides to pull out her bag of Bohemia chips
from her purse. The woman opens the bag and immediately the couple winces due to the stereotypical
“popping” noise caused by the action. The couple assumes that the other people in the theatre will be angry
at them for interrupting the movie. The surprise moment for viewers comes into play when a new couple
down the row looks at the original woman with her bag of Bohemia. The original woman with the chips thinks
that the couple down the row are going to be angry with her. Instead, both the character in the commercial
and the viewers of the commercial are surprised when the couple down the aisle pulls out their own bag of
Bohemia Redline chips and opens it. A funny, simple moment is shared among the characters.
This commercial concept relates to the idea of the Bohemsky Moment because it portrays an
authentic, humorous moment that takes place in a setting many Czechs find themselves - the movie theatre.
The message is modern, positive and fun without being cliche or fanciful. The scene depicts realistic
characters displaying realistic feelings and ultimately, of course, sharing a Bohemsky Moment.
We will also create a “theatre” ad to go on YouTube that will be played before someone views a
movie trailer. The ad will show Bohemia chips and the Bohemia logo and say, “We know how annoying
it is to watch an ad before you view your video on YouTube, so enjoy your Bohemsky Moment on us.
#BohemskyMoment.” Our goal for this ad is to spread the idea of the Bohemsky Moment, while also giving
consumers or viewers a nice moment to skip the ad and continue watching their video.
Finally, the early placement of the chips in the woman’s bag helps reinforce brand recognition with
the viewer.
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14. CINEMA SCRIPT
Klient: Intersnack
Strategie: “Bohémský Moment”
Název: “Kino”
Scénář:
1: Úvodní scéna nám ukazuje milenecký pár vcházející do kina. Z ženiny kabelky vykukuje pytlík
Bohemia Chipsů. Diváci v kině sledují filmové plátno. Kamera zabírá diváky.
2: Na plátně se odehrává „tichá“ (napínavá) scéna z filmu. Kamera se zaměřuje na milenecký pár.
Ten se právě usadil a žena prohrabává kabelku, hledá v ní Bohemia Chipsy. Když pytlík najde, vyndá
ho z kabelky a následně ho otvírá.
Zvuková stopa: ticho v napínavé scéně přerušuje zvuk otevírání pytlíku (“křach!”)
3: Pár se na sebe navzájem podívá. Tváří se provinile, protože nejen že přišli pozdě, ale také narušili
ticho v kině. O řadu níž sedí druhý pár, jejich pohledy se střetnou.
Žena z prvního páru: “Pardon” (šeptem)
4: Žena z druhého páru se usměje. Začne se hrabat v kabelce až také vytáhne pytlík s Bohemia
Chipsy a otevírá ho.
5: Kamera zabere filmové plátno, na kterém se objeví zpráva: „Podělte se o váš bohémský moment
na Facebooku. Podělte se o pohodu.”
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15. Out-of-Home
Bohemia can also reach consumers through out-of-home mediums. The Prague Metro stations are
excellent venues for reaching consumers, as 589,165 passengers were transported by the Metro system in
2012. We feel that the best placement for these “city lights” advertisements are at stations where the different
Metro lines intersect, as there is the most foot traffic at these locations and the advertisements would receive
more view time.
The creative concept behind the out-of-home campaign is again, simple and relatable. The idea of
the “Bohemsky Moment” will be shown through the portrayal of images in which chips would be enjoyed,
with the chips being the center of the enjoyed moment. For example, a family would be sitting on a picnic
blanket with several members of the family enjoying and sharing Bohemia Redline chips. The words, “Vy
utváříte moment. My ho děláme bohémským.”, would be displayed at the bottom of the ad. This furthers
the concept that Bohemia Redline chips are an enhancement to life’s moments. In addition, we have chosen
to feature the Bohemia logo in order to increase brand awareness and recognition rather than simply
recognizing the product category. Finally, we also included the Facebook, Instagram and YouTube logos
underneath the Bohemia logo in order to encourage consumers to engage and interact with the brand on
social media.
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16. Radio
Bohemia has the potential to reach a large portion of the Czech population with radio advertising.
Each day, 65 percent of the population is exposed to radio, making this an effective medium to draw
consumers to Bohemia. Through the use of accents and dialogue, we can allude to the tradition that is
Bohemia Chips by connecting the country to the urban areas of the Czech Republic.
Our radio ad focuses on a conversation between two characters, one from Prague and another from
Moravia. Clearly, they both have two different accents and it is obvious that they are not much alike. The
man from Prague is sitting on a bench, and is approached by the Moravian man, who also wants to sit on
the bench. The man from Prague is clearly annoyed that someone would impose on his space, but allows
it. The two then have a conversation highlighting their differences, both culturally and intellectually. Finally,
both go to their bags to grab a bag of chips and it is discovered that both prefer Bohemia.
The juxtaposition of Czech tradition and modernism is attention- grabbing, and at the same time
portrays a subtle truth about the Bohemia brand: it transcends traditional and contemporary culture, which
is appreciated and shared throughout the Czech Republic. The Bohemsky Moment is evident at the end
when these two very different, yet both Czech, men share a bag of chips together. The moment is not forced
or cliched and it is very touching at the end. The ad also works well on radio, due to the usage of various
accents.
Radio Script
Dva mladíci, kteří se navzájem neznají se potkají na lavičce v parku. Jeden z nich není z Prahy,
druhý se do Prahy právě přistěhoval. Mimopražský se zeptá, zda by si mohl přisednout a mladíci se
tak začnou bavit. Následně se ho zeptá, “jak je” a mladík mu odpoví, že se právě přistěhoval, takže
se rozkoukává. Moravan mluví o své návštěvě Prahy a postěžuje si, že se celý den nezastavil. Ptá
se, jestli by si Pražák nedal zemáky a ten se ho ptá, jestli myslí brambůrky. Moravák říká že ano,
že přece zemáky. Pražák tedy z legrace řekne, že si teda zemáky rád dá. Následuje zvuk otevírání
chipsů a křupnutí. Konečný slogan: Bohemia Chips: Bohémský Moment. Poděl se o pohodu.
Zvuková stopa: park, šumění stromů, ptáci.
Moravan: Tož pěknó lóku tade máte. Móžo se k tobě sednót na lavečko?
Pražák: Jasněěě, posaaď see.
Moravan: Tož jak se máš?
Pražák: Helee jako dobrýý nooo, ale teď jsem se přistěhováááál, takže jsem se šel rozkoukaat
noooo. Co tyyy, máááš se?
Moravan: Tož de to, mosel som dneska do Prahe a celé den som se nezastavel. Nedáš se se mnou
zemáke?
Pražák: To jako myslíš chipsy?
Moravan: Ja, Bohemia zemáke.
Pražák: Tož jaa, dááám si viiiiď.
Oba se zasmějí
Zvuk otevírání chipsů, dvě křupnutí.
Slogan: Bohemia Chips. Bohémský Moment. Poděl se o pohodu.
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17. Public Relations and Events
Engaging in public relations endeavors will be necessary In order to build loyalty among our consumers.
The Bohemia brand is a symbol of tradition, cultural identification and time spent with the important
people in our lives and we need to use public relations to stress this connection.
To support these values associated with the Bohemia brand, we will introduce a public relations
endeavor that involves park improvement in city parks in Prague and other Czech cities. The rationale
behind this is that our target market is active and enjoys outdoor activities, including spending time in parks
with family and friends. Many Bohemsky Moments are enjoyed outdoors, so
by introducing a park improvement campaign, the Bohemia company would
be making the enjoyment of even more Bohemsky Moments possible. The
procedure for this initiative would be to introduce it on Facebook, announcing
that the Bohemia company will be sponsoring the beautification of one park
in each of ten Czech cities. These cities, as well as the specific park within the
city that will be improved, will be determined through a vote that will take place
on Facebook. This way, the initiative becomes interactive, which is critical for
the overall campaign. As part of this campaign we
also suggest placing social media account names
and logos on the packaging itself to further Bohemia’s
social network following.
Once the ten parks are chosen, community
members will be given the opportunity to volunteer
on the day of the park beautification. At the event, participants will receive a free
t-shirt and will be encouraged to share a photo from the event with the hashtag
Bohemsky Moment. Putting the brand’s name on a community project like this one
aids in the creation of positive brand association.
In addition to improving local parks, we also recommend Bohemia sponsor
live musicians in various outdoor venues around Prague. By playing light music for
the people of Prague, the musicians will be giving people
passing by a brief, yet powerful Bohemsky Moment at a
very unexpected time and place.
We also believe that guerilla marketing could be used
to a great effect in this campaign. While it is very easy to
over-extend a campaign and attempt to be “too creative” with guerilla marketing,
we believe that we have developed a very strong guerilla marketing plan. Our
plan is to plant bags of Bohemia Redline Chips in the hands of various statues
around Prague. We will also plant boxes of Bohemia under the statutes to provide a
“Bohemsky Moment” to foot traffic walking downtown.
While this plan is simple, and admittedly has some chance of backfiring
if not done in a respectful manner, we believe that it will further our campaign
message. The strategy emphasizes the fact that Bohemia is the Czech Republic’s
chip while providing an unexpected Bohemsky Moment. We plan on using almost
every statue in and around Prague, with the notable exception of the Pomník
obětem komunismu.
During all of our promotions we will encourage heavy social media participation, especially during
the guerilla marketing plan. We also recommend adding a year of origin to the package to highlight the fact
that Bohemia is a classic Czech brand, “Založeno v r. 1982”. The promotional campaign as a whole is
designed to have a lot of endurance and length, and we have placed the smaller promotions first leading to
the larger ones in order to build a strong and organic social media following. Instagram will also be used to
show the statues with the chips to Bohemia’s current followers. 15

18. Media Plan
We encourage Bohemia to begin the rebrand of Bohemia chips on Facebook and the creation of a
Bohemia Instagram account at the end of July. It is important to show current and new followers the
rebranded Bohemia image. The theatre spot will also run throughout July, since going to the cinema is
popular during the summer.
The month of August will be used to launch our “Share Your Moment” photo contest on Facebook,
because there’s already a large following on this medium, and it’s a fresh way to approach
Bohemia’s Facebook presence.
Our “Home Away From Home” television spot will run in September through October because many
students will be returning back to school. This message will be relevant to current students who leave
their homes and begin to live on their own.
The YouTube Office series and the city lights campaign will also run during the month of October.
Many people will be busy with work and the message will target them physically on their way to and
from work. The everyday struggle of working is a relatable message to the target audience. These
events will help solidify the rebranded Bohemia Chips image.
We will also use the month of November to run the office series, city lights campaign, and the television
commercial because we want to reach our consumers frequently during this month.
The “Share Your Moment” will relaunch in December via Facebook, and we will also run the movie
spot in theatres. Consumers can share their family moments during the holiday season, and winter
is also a popular time to go to the movies. We will also continue to run the “Home Away from Home”
television spot.
Voting for the parks improvement initiative will begin in January. This will give consumers something to
look forward to in the spring time.
We will announce which parks have won during the month of February.
The Instagram campaign will be launched during March because we believe that consumers will
understand and identify with the new Bohemia brand. Sponsorship of local entertainment will also
occur during March due to the nicer weather.
We will begin the improvement of the winning parks in April and post pictures on Facebook and
Instagram. April is an ideal month for outdoor activities with family and friends.
The radio spot will be played four times a day during the month of May and the Guerrilla marketing
effort will also take place on a weekend in May.
The radio spot will continue into the month of June.
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19. Conclusion The Bohemia brand has established itself as a traditional, trusted national chip brand in the Czech
Republic. What Bohemia has struggled with, however, is building a brand with which consumers personally
identify and see as a part of who they are. In addition, Bohemia is currently aligned with a country lifestyle
that makes the brand seem less contemporary.
Our team was faced with the challenge of modernizing this brand while still holding onto its valuable
tradition and history in the Czech Republic. Through the Bohemsky Moment campaign, our team has given
Bohemia Chips the opportunity to move from being merely well-known to being loved by consumers in
today’s market. Consumers will be able to apply the ideas of the Bohemsky Moment campaign to their own
lives, and through the use of a wide variety of media both digital and traditional, we will reach consumers
both where they are currently as well as where they will be in the future.
Further, this concept is timeless, as people during any era will be able to relate to sharing a positive
moment with the important people in their lives. A Bohemsky Moment does not apply only to one situation,
one person or one setting. It is all-encompassing, and this is why our team believes that the Bohemsky
Moment is the best solution for the rebranding of Bohemia Chips.
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